Test Marketing Who? Objectives 3. Key Decisions

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Test Marketing Who? Objectives 3. Key Decisions Forecasts: Sales, Market Share; CANNALBALISTIC EFFECTS Pretest Market Mix Serendipity 3. Key Decisions How Many Cities? 2 to 6 Importance of Regional Differences, Degree of Uncertainty Which Cities? Syracuse Leonia Dayton Des Moines Length of Test? 2 months to 2 years Average Repurchase Period Competition Concern First to Market Importance

4. What Action? What data? Warehouse Shipments Store Audits Consumer Panels Buyer Surveys Trade Attitudes 4. What Action?

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